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B2B lead generation does not need a secret incantation to become successful. Rather, it is about choosing the right lead generation channel for your business. It is also about identifying the most effective strategies that will help you achieve your goals.
\n\n\n\nAs a B2B marketer, you should understand the expectations, dynamics, budget, and projected ROI of each channel.
\n\n\n\nIn this two-part article, we will go in-depth into each major B2B lead generation channel. We will also show you time-proven strategies and success stories for each channel.
\n\n\n\nIn a world where social media reigns supreme, email marketing looks ancient. But it remains an extremely effective lead generation channel because of its low cost and high ROI ratio.
\n\n\n\nLead generation starts during an email opt-in and email marketing lies at the center of lead nurturing. Since 2014, email marketing remains at the top of digital channels that drive leads and revenues of B2B marketing.
\n\n\n\nEmail marketing gives you more room for personalization. And that becomes even better with the introduction of AI algorithms, predictive analytics, and lead scoring.
\n\n\n\nSo if you want better engagement and more effective sales pitches, email marketing is still the way to go to achieve these goals.
\n\n\n\nRelated: What goes into creating a successful Email Marketing Campaign
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/05/Remember-the-Basics-1.webp\")
Email marketing offers the highest ROI and conversion rates. According to GetResponse, the average email open rate is 82.20 percent. Marketing Insider Group, on the other hand, said that you earn $44 for every dollar you spend on email marketing.
\n\n\n\nHere are some strategies to improve your email marketing conversion rates:
\n\n\n\nIt should be brief yet compelling and shows the benefit to the receiver. Here are some examples of compelling subject lines we received:
\n\n\n\nAccording to the Harvard Business Review, 84 percent of B2B buyers start their purchasing process with a referral, while 90 percent depend on peer recommendations. So if you want to increase your conversion rate, mention referrals right away.
\n\n\n\nHere are some examples:
\n\n\n\nUse \u201cyou\u201d instead of \u201cI\u201d, especially when presenting your value proposition.
\n\n\n\nExample:
\n\n\n\n\u201cYour post on lead generation got me thinking\u201d instead of \u201cI\u2019ve been thinking.\u201d
\n\n\n\nDon\u2019t use phrases that look like they\u2019ve been copied and pasted. Share your personal details and use humor.
\n\n\n\nDiscover Mercury Labs lead generation campaigns that can drive sales across channels.
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/03/Social-Media.webp\")
Using social media for B2B lead generation is quite complicated because there\u2019s no single answer for conversion rates. Social media is ideal for building top-of-the-funnel awareness. And if you want to capture quality B2B leads, LinkedIn is the best place to go.
\n\n\n\nLinkedIn has more than 690 million users in 200 countries. According to Oktopost, 94 percent of B2B companies use this platform for marketing. Furthermore, 45 percent of traffic to B2B blogs and sites come from LinkedIn.
\n\n\n\nSo how do you stand out on LinkedIn? Here are a few tips:
\n\n\n\nStrengthen your profile
\n\n\n\nYou want to make a good first impression to other professionals so make sure you have a professional-looking photo with a clear headshot.
\n\n\n\nFill out as much details about your experiences. You don\u2019t have to list everything but what\u2019s only relevant. Keep it short and simple. To further strengthen it, use the summary section to list what you and our company specialize in.
\n\n\n\nUtilize Lead Gen forms
\n\n\n\nThe LinkedIn Lead Gen form is an amazing feature which adds a call to action to your sponsored ads. It autopopulates your lead\u2019s LinkedIn contact information, saving you the hassle of typing out everything.
\n\n\n\nCreate and publish engaging content
\n\n\n\nYour audience on LinkedIn are professionals and a lot of them are decision makers in their organizations. So when you create content, it should be something that provides insight and knowledge.
\n\n\n\nYou will be targeting different people who belong to diverse industries, so you also need to diversify. Include explainer videos, FAQs, thought leadership videos and articles, product tutorials, and more.
\n\n\n\nUse Micro-Segmentation
\n\n\n\nLinkedIn\u2019s Showcase pages is another useful feature that allows you to segment your audience. It provides different landing pages for different audience segments. Group them according to your goals and refine them to get more valuable insight about each lead.
\n\n\n\nRelated: Social Media Marketing: Top 9 Keys to Generate Leads and Boost Sales
\n\n\n\n![\"\"](\"https://mercurylabsmarketing.com/wp-content/uploads/2022/03/Phone.webp\")
Online lead generation is the most popular lead generation approach today. According to a Demand Generation report, 47 percent of buyers read 3-5 pieces of content before talking to a sales rep. And as we mentioned above, LinkedIn captures most of the B2B leads among social media channels.\u00a0
\n\n\n\nSo, does the phone still has a place in B2B lead generation?
\n\n\n\nYes, but you got to ditch cold calling and go for warmth instead. In warm calling, you already have initial contact with a prospect before calling them. Perhaps you connected over social media or through a mutual acquaintance. During that time, you might have exchanged business cards. Thus, the prospect won\u2019t be surprised when you call.
\n\n\n\nHere are some big boss tips to make the most out of warm calling:
\n\n\n\nFocus on the good fit companies
\n\n\n\nDon\u2019t focus on the size of the company. Rather, look at whether what you offer can solve their pains and challenges. Also, check if the prospect fits your buyer persona. Look at your customer base again and check if there are similarities between your prospects and your most successful clients.
\n\n\n\nSee Mercury Labs drives sales for different industries.
\n\n\n\nDo your research
\n\n\n\nFind out as much relevant information about the person you will be talking to as well as his/her company. Find out what challenges or problems they are facing right now, so you can tailor your solution when you talk to them.
\n\n\n\nIdentify the decision makers
\n\n\n\nLinkedIn is a treasure trove when you want to find out more about a person or a company. Identify a common ground that will help you connect better with them.
\n\n\n\nHave them at \u201cHello\u201d
\n\n\n\nCalling CXOs is like performing. You need to capture their attention and demonstrate value in as little as 15 seconds. Be confident and in control to capture their attention. Sounding nervous might be a turn down. Your voice and your sense of humor are your secret weapon to put people at ease.
\n\n\n\nPrepare
\n\n\n\nReference a non-generic but specific topic and ask relevant questions to open the conversation and establish trust. You can use a recent blog of achievement of the prospect.
\n\n\n\nKeep it short and simple
\n\n\n\nYour call is still an interruption in the prospect\u2019s schedule so keep the call as short as five minutes. If you are able to impress the prospect, he/she will schedule another call with you. Your goal is to establish trust and awareness, so you don\u2019t have to cram everything into this call.
\n\n\n\nRelated: Ways To Qualify Sales Leads Over The Phone
\n\n\n\nIn the second part of this article, we will be discussing lead gen strategies in webinars, websites, and chats.
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